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Master thesis defense

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Naomi Hoefs

on 18 May 2014

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Transcript of Master thesis defense

Content of this presentation
1. Introduction to the topic

2. Description of the study

3. Findings of the study

4. Conclusion

5. Relevance

6. Questions
Master thesis defense
3rd of September 2013
N.G.M. Hoefs
The conceptual model
The study
Age 8 to 10
Turkish or Moroccan
N = 20
Judgement sampling
GBD (2010). "Global Burden of Disease Study 2010: Executive summary". Retrieved June 15, 2013, from TheLancet.com
Major cause?!
The intense marketing and advertising efforts for unhealthy and high-calorie foods
Research question
How can marketing communications motivate
children to make healthier consumption choices?
Contribution of the study
1. Rule out discrepancies of former literature

2. Gain a more in-depth understanding on food choices

3. Investigate a new target audience
Relevance of the study
1. Provide information for food retailers on how to market their
(healthy) products

2. Provide information for governments to tackle the obesity

3. Provide information for parents and schools to improve
children's diets
Target audience
Qualitative research
Research design
Gain in-depth understanding
Inadequate basis
Complex topic
Appropriate with children
Focus groups
Secondary data
Research methods
Data assembly
Data coding
Data display
Data verification
Data analysis
Research question
How can marketing communications motivate children to make healthier consumption choices?
1. Which barriers withhold children from making healthy consumption choices?
Findings on barriers
1. Food preferences
2. Social influences
3. Economic influences
4. Media influences
5. Knowledge on foods
Findings on barriers
Findings on motivating strategies
Findings on motivating strategies
1. Social control
2. Educational strategies
3. Advertising strategies

Are not considered relevant
Children lack the knowledge to choose responsibly
Children prefer snacks and sweets over fruits and vegetables
Friends and siblings also negatively impact food choices
Sufficient control will induce children to make healthier choices
Education should be fun, involving and concrete
Entertaining visuals make a product favorable
Entertaining visuals make advertisements and product packaging more favorable
*Marketing communication = any type of communication that effectively reaches children with information about products, services and ideas.
World Healthy Organization (2012). World Healthy statistics 2012. Retrieved November 30, 2012, from http://www.who.int/gho/publications/world_health_statistics/en/index.html
Malhotra, N. & Birks, D. (2007). Marketing Research: an applied approach. Harlow, UK: Pearson Education
Short, positive, concrete and behavioral messages are best understood
A lack of parental control has a negative effect
Nutrition messages are often misinterpreted
2. What marketing strategies can motivate children to make healthier
consumption choices?
Thank you for your attention!
Please feel free to ask questions
How can marketing communications motivate children to make healthier consumption choices?
1. Positive stimulation will increase healthy food consumption by making children enjoy fruits and vegetables more
2. Education on foods should improve children's nutrition knowledge, make children more familiar with foods and increase understanding of messages and foods labels
6. Short, positive, concrete and behavioral messages will be most effective in persuading children
3. Visuals - especially cartoons, children and animals - will increase likeability and make children more positive about a product's healthiness and tastiness
4. Packaging with bright colors that fit the product grab the most attention
5. Different product shapes - e.g. stars - and additional toys will make children more favorable towards a product
7. The categorization of foods into 'good' and 'bad' or 'healthy' versus 'unhealthy' should be avoided
For details about the study, please contact me at ngm.hoefs@gmail.com
Negative messages - e.g. fats and calories - make a product appear unfavorable
Avoid labeling foods as 'good' or 'bad'
Turn children into critical consumers
Additional toys and different product shapes increase likeability of a product
Full transcript